SP JAIN IN THE NEWS

Monica Chaudhary, Associate Professor, Marketing and Acting Head, PG Programs at SP Jain School of Global Management, writes an article in Financial Express, about how Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers.

In the article, Dr Chaudhary highlights how social media marketing, including tactics like online reviews, sponsored posts, and influencer marketing, strongly impacts purchase intentions.

“User-generated content such as reviews, ratings, and testimonials are being read/heard by consumers before making a purchase decision. Social media platforms make it easy for users to share their experiences and opinions, influencing others’ purchase intentions. By using social media platforms and engaging with consumers meaningfully, businesses can build trust and increase the likelihood of a purchase,” writes Dr Chaudhary.

She adds, “Indian millennials who were younger demonstrated more favourable behavioural attitudes towards Twitter advertising than older users. Generally, younger population groups have more favourable attitudes towards social media advertising and tend to accept and utilise it more extensively.”

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In the article published in TravelBizmonitor.com, Tristan Chong, Professor and Area Head of Marketing, SP Jain School of Global Management, discusses the application of Persistent Homology (PH) in destination marketing, particularly in identifying target tourist groups based on their behaviour, spending patterns, and clustering.

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In the article published in PagalGuy, Dr Christopher Abraham, Professor and Head of Campus (Dubai), at SP Jain School of Global Management, discusses the key differences between Full-Time MBA and Global MBA programs in the ever-evolving landscape of business education.

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In the article published in Poets & Quants, a resource for long-form, magazine cover-length features and profiles, Dr Veena Jadhav, Associate Dean (Global MBA & Master of Global Business) and Associate Professor (Leadership & HRM), SP Jain School of Global Management, discusses the complex process of preparing and securing admission to a global business school MBA program.

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In the article published in CXOToday, a premiere resource on the world of IT, relevant to key business decision makers, Dr Debashis Guha, Associate Professor and Director – Master of Artificial Intelligence in Business, SP Jain School of Global Management, discusses the use of Generative Artificial Intelligence (Gen-AI) like ChatGPT in various contexts.M

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In the article published in Express Computer, India's most respected IT media brands covering enterprise technology, Dr Debashis Guha, Associate Professor and Director – Master of Artificial Intelligence in Business, SP Jain School of Global Management, discusses the advent of new Artificial Intelligence tools (AI) and its massive impact on academia.

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In the article published in Business Standard, Dr Balakrishna Grandhi, Professor of Marketing & Strategy, and Dean – Global MBA & Master of Global Business at the SP Jain School of Global Management, highlights the changing business landscape due to factors like the pandemic, conflicts, and technology.

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Dr Monica Gallant, Associate Professor - Accounting and Assistant Dean - Executive MBA (Dubai On-campus and Middle East Online) at SP Jain School of Global Management, writes an article in Collegedunia, a leading education portal, on the benefits of pursuing an Executive MBA (EMBA)for professionals seeking immediate workplace impact.

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In the article published in CXOToday,a premiere resource on the world of IT, relevant to key business decision makers, Dr Arumugam Seetharaman, Dean, Research, SP Jain School of Global Management, discusses the factors influencing the use of Artificial Intelligence (AI) for teaching at higher education institutes and universities. The main issues highlighted are teacher competency, student expectations, and technology integration. The article suggests incorporating AI into the curriculum to achieve a shift towards virtual learning.

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